"What began as weed crumbs mixed into water is becoming a go-to drink of choice for adults who want a different kind of buzz than alcohol offers. Nowadays, a leading THC beverage brand, was founded in March 2023 by Anthony Puterman and CEO Justin Tidwell. Less than three years later, its popularity has exploded, with sales jumping 270% in the first half of 2025 from the same period in 2024, the company said."
"The hemp THC beverage sector,which includes Nowadays, was valued at $93 million in 2025, Jason Zelinski, vice president of convenience in North America at NIQ, said. However, that growth is under threat in 2026 as new federal limitations on certain THC products loom. A bill that is set to go into effect in November would restrict legal hemp products, such as Nowadays, to 0.4 milligrams of total THC per container. Nowadays' drinks range from 2 to 10 milligrams per container."
Nowadays, a THC beverage brand founded in March 2023, experienced rapid growth with sales rising 270% in the first half of 2025 versus the same period in 2024. The brand's consumer base skews adult women aged about 25 to 65, reflecting broader shifts toward alcohol alternatives across generations. The non-alcoholic beer, wine, and spirits category grew 22% year-over-year by August, and the hemp THC beverage sector was valued at $93 million in 2025. Federal legislation set to take effect in November would cap legal hemp products at 0.4 milligrams of THC per container, while Nowadays' drinks contain 2–10 milligrams, threatening the business unless the law is changed.
Read at Business Insider
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